Role reversal: Target aims to learn from collaboration with small retailer

The New York store, famed for integrating its products into themed interior designs that change every four to eight weeks, now stocks 300 Target products, curated by Story founder and owner Rachel Shechtman.

Target has approached the partnership as a way to learn from Story’s innovative merchandising approach as it looks to refine its store portfolio and develop new retail concepts.

‘What excites me about this is that a typical Target store is organised by category,’ Julie Guggemos, Target’s senior vice-president of product design and development, said in a statement. ‘Here it’s about discovery. We’re learning from this and could use it at City Target or Target Express.’

For more on how innovators are re-evaluating the purpose of bricks-and-mortar stores in a retail environment in which consumers can get everything online, read our macrotrend The Tomorrow Store.